Marketing Research And Modeling

by Wind, Yoram; Green, Paul E.

• ISBN13: 9780387243085
• ISBN10: 0387243089
• Format: Paperback
• Copyright: 2005-04-30
• Publisher: Springer Nature

Summary

Marketing Research and Modeling addresses state of the art developments including new techniques and methodologies by leading experts in marketing and marketing research. This work emphasizes new developments in Bayesian Decision Analysis, Multivariate Analysis, Multidimensional Scaling, Conjoint Analysis, Applications of Conjoint and MDS technique, Data Mining, Cluster Analysis, and Neural Networks.

Table of Contents

Introduction Paul Green and a Brief History of Marketing Research	1	(16)
Jerry Wind
PART ONE: BAYESIAN APPROACH
When BDT in Marketing Meant Bayesian Decision Theory: The Influence of Paul Green's Research	17	(26)
Eric Bradlow
Peter Lenk
Greg Allenby
Peter Rossi
PART TWO: MULTIVARIATE ANALYSIS
Applications of Multivariate Latent Variable Models in Marketing	43	(28)
Wayne DeSarbo
Wagner Kamakura
Michel Wedel
PART THREE: MULTIDIMENSIONAL SCALING
Multidimensional Scaling and Clustering in Marketing: Paul Green's Role	71	(32)
J. Douglas Carroll
Phipps Arabie
Anil Chaturvedi
Lawrence Hubert
PART FOUR: ENABLING TECHNOLOGIES
Market Research and the Rise of the Web: The Challenge	103	(14)
Wolfgang Gaul
PART FIVE: CONJOINT ANALYSIS
Thirty Years of Conjoint Analysis: Reflections and Prospects	117	(24)
Paul Green
Abba Krieger
Jerry Wind
Conjoint Analysis, Related Modeling, and Applications	141	(28)
John Hauser
Vithala Rao
Buyer Choice Simulators, Optimizers, and Dynamic Models	169	(32)
Paul Green
Abba Krieger
Jerry Wind
A 20+ Years' Retrospective on Choice Experiments	201	(14)
Jordan Louviere
Deborah Street
Leonie Burgess
Evolving Conjoint Analysis: From Rational Features/Benefits to an Off-the-Shelf Marketing Database	215	(18)
Howard Moskowitz
PART SIX: REFLECTIONS
The Vagaries of Becoming (and Remaining) a Marketing Research Methodologist	233	(12)
Paul Green
The Journal of Marketing Research: Its Initiation, Growth, and Knowledge Dissemination	245	(20)
Paul Green
Richard Johnson
William Neal
Personal Reflections and Tributes from the May 2002 Conference Celebrating Paul Green's Career	265	(28)
Continuing the Aldersonian Tradition	293	(8)
Jerry Wind
Paul Green
PART SEVEN: FUTURE CHALLENGES FOR MARKETING RESEARCH
Reflections and Conclusions: The Link Between Advances in Marketing Research and Practice	301	(18)
Jerry Wind
Paul Green
U. N. Umesh
Appendix: Paul E. Green's Curriculum Vita	319	(22)
Index	341